PLANNING OF INTEGRATED MARKETING COMMUNICATION PATTERNS FOR FESTIVAL AND CULTURAL ARTS EVENTS IN INCREASING FOREIGN TOURIST VISITS TO ACEH

• Main Author: Yana Alidha, Seprina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70938
• Institution: Institut Teknologi Bandung

The Aceh government through the Aceh Culture and Tourism Office has organized various events to attract tourists, especially foreign tourists. Various festivals are held every year, in order to attract foreign tourists to visit Aceh. Foreign tourist visits are closely related to the planning of marketing communication patterns used. The pattern of integrated marketing communication is essentially a comprehensive, integrated, and unified marketing plan that provides guidelines on the activities that need to be carried out to achieve the marketing goals of a company or agency. The purpose of this study is to obtain a formulation of marketing communication pattern planning for Cultural Arts Festivals and Events in Increasing Foreign Tourist Visits After Covid-19. This study uses three data analyses, namely analysis of marketing communication patterns, evaluation of the effectiveness of event marketing communication patterns using DOT, BAS, POSE, and POP strategies, and analysis of appropriate strategies to obtain the formulation of integrated marketing communication patterns for tourism products in the form of events in Aceh. Primary data sources come from interviews with Penta helix tourism, while secondary data comes from journals, books, reports, and other supporting data. The results of this study show the pattern of marketing communication used by the Aceh Culture and Tourism Office today by participating in travel marts and inviting private business actors, then promoting tourism products in the form of events through communication media with special tourism promotion websites and social media accounts on several platforms with the Aceh Tourism Travel account. The marketing communication pattern used today is in accordance with the DOT BAS POSE and POP marketing framework from the Ministry of Tourism but has not been optimal and effective to reach the target market of foreign tourists. The design of an effectively integrated marketing communication pattern is used for festivals and cultural arts events (events) in Aceh using paid media promotion, owned media, social media, and endorsers aimed at promotion to the five countries that are the target market for Aceh tourism, namely Malaysia, UK, China, USA, and Australia.